Yorkshire Tea has launched a large-scale outdoor ad showcasing the Yorkshire Dales, the place the brand calls home and the beautiful landscape it has dubbed ‘Brewtopia’.

The outdoor ad, created by BMB, is part of the brand’s new £5 million ‘Brewtopia’ campaign and follows the release of the TV spot ‘Brewtopia’, also by BMB.

The ad was shot in Middlesmoor in the Yorkshire Dales by the landscape photographer Verity Milligan. The 96-sheet outdoor work reflects the style of the landscape that features on Yorkshire Tea packaging and that has provided the backdrop for the brand’s latest TV campaigns. 

Typographer Jacob Eisinger used CGI to build the word ‘Brewtopia’ into the picturesque scene, which represents the home of Yorkshire Tea’s proper brew, and all things proper.

The outdoor activity will appear on 96-sheet billboards in 300 sites in key cities across the UK. The aim behind the massive size and scale of the work is to bring to life the glory and beauty of the ‘Brewtopia’ landscape in the most impactful way. 

Tom Blair, Brand Manager at Yorkshire Tea, said “At Yorkshire Tea we have a firm belief that doing things properly really matters. So when it came to showing off the county and bringing Brewtopia to life, we knew we had to do it in the most special way possible: by using brilliant photography in the biggest formats to depict the home of the proper brew in careful, loving (and proper) detail.”

Trevor Beattie, Founding Partner at BMB, said: “The TV screen alone was never going to be large enough to fully portray the magical birthplace of Yorkshire Tea. So we thought we’d ask the finest landscape photographer of the moment to create some beautiful images of Brewtopia and then display them, gigantically across the land. So we did. And she did. And her name is Verity Milligan. And we’re proper proud of the result.”